Tag Archives: Social media

When is it Necessary to Rebrand?

Everyone is likely to be familiar with the pizza brand Papa John’s. And, many people likely also recognize the image of the head of the company, founder John Schnatter. After all, it’s his face and name on the company and the product. Schnatter’s entrepreneurial story has been a big part of the company’s brand image and his visage has prominently been featured in its marketing and promotion activities.

However, Schnatter’s name and face have been in hot water after he recently made a racial slur on a conference call with its ad agency. (Note: The agency dropped Papa John’s as a client after the call.) This comes on top of Schnatter’s controversial NFL statements a year ago, criticizing football players who knelt (instead of standing) for the national anthem, and blaming them for lower pizza sales.

Eventually, the NFL ended the Papa John’s relationship and signed with Pizza Hut as the official pizza partner of the NFL. Also breaking ties with Papa John’s is Major League Baseball, eliminating its co-branded marketing efforts.

The big question: Should Papa John’s rebrand?

Group Activities and Discussion Questions:

  1. Poll students: When should a company rebrand? What is the impact of a visible company leader who crosses a line in society?
  2. Divide students into teams. Have each team research and discuss what happened with Papa John’s in regards to negative press.
  3. Poll teams: Should the company rebrand?
  4. Have teams list what would be involved in order to rebrand. What should the new brand look like?
  5. View the response from Papa John’s to its customers: https://www.papajohns.com/open-letter/
  6. Debrief the exercise.

Source: CNN Money,  USA Today, Brandchannel.com, and other news sources

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Fund-Raising with Healthy Options

We can usually tell when it is fund-raising season for schools and sports. Kids stop by houses and businesses, selling chocolate bars and other items to help fund a variety of programs and causes. And, although we happily buy and eat the candy, there can be some regrets over the empty calories, and the lack of sales going to local businesses. Wouldn’t it be better to offer healthy alternatives, and support local businesses? Of course! Enter a new company: FarmRaiser – connects fundraising groups with local products and foods.

FarmRaiser was founded in Michigan with a mission to connect local farmers and food artisans with schools, athletic teams, bands, and other causes. Vendors must meet standards for sustainable practices, and artisan products that do NOT list sugar as the first ingredient are welcome. The company states that “if a product has more than five or six ingredients, and if any of them are ones your grandma wouldn’t recognize it doesn’t make the cut.”

Campaigns are customized by working with a FarmRaiser “cultivator” to help determine fund-raiser goals, local products, and vendors. Each campaign also gets its own Web page on FarmRaiser.com. The company estimates that 85% of funds raised stays in the community; the average profit margin is 53% for the groups. The process is straightforward: once the cause is registered, FarmRaiser helps create a custom online and mobile market. At the end of the sale period, students help distribute the produce and products to their customers. Groups can choose various products and goods from multiple regions. Try combining Michigan cherries, with Texas Salsa.

What sounds good to you?

Group Activities and Discussion Questions:

  1. Discuss the fundraising activities that students might have done. Discuss what was it about, proceeds, products, process, etc.
  2. Introduce the topic of changing the product mix and sales process.
  3. Show a video about the company: https://vimeo.com/147806697
  4. Show Web site: https://www.farmraiser.com/
  5. Divide students into team. Have each team select a cause and develop a product set.
  6. Set SMART objectives for the company.

Source: Rieth, D. (Summer 2018). Home field advantage. Edible Michiana.

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Snapchat’s New Spectacles

Remember Snap’s Spectacles? Launched in fall, 2016, Spectacles were fashionable sunglasses that could record 30-second videos with a 115 degree lens. The specs were $130 and initially sold only through fun, bright yellow, SnapBot kiosks placed around the U.S. There was a lot of hype and fervor from teens to procure the sunglasses and post their videos. Roughly 220,000 Spectacles were sold, but only half of the owners used them after the first month, and Snap took a $40 million write-off after making too many. But, the company learned a lot from its first foray with Spectacles, and is now ready for the next iteration.

So, get ready for Spectacles Version 2. The new glasses are priced at $149.99 and have a number of new features and improvements over version 1. The case is smaller and handier to carry around, and it charges the glasses up to four times. The glasses are lighter and more comfortable and the field of vision has been reduced to 105 degrees. In addition to video, the glasses now take photos – which of course can be posted online.

Colors are new and more neutral with two lens versions, and the pairing process is much simpler than version 1. High quality photos and fast downloads improve the overall user experience. The glasses are now water resistant and can even take photos underwater. Spectacles are now on sale in the U.S., Canada, U.K., France, to be followed by 13 more European countries.

Fortunately, no more SnapBot vending machines to limit purchases – it’s easy to buy since all that’s needed is to go online to Snap to purchase. It really is a wearable camera.

Go ahead – smile, you’re on Spectacles!h

Group Activities and Discussion Questions:

  1. Discuss the strategy that Snap is using to position itself as a camera/hardware company rather than a social media company.
  2. Show the Web site: https://www.spectacles.com/
  3. Show a product review video: https://youtu.be/DRqZoINHCwM
  4. A short product video: https://youtu.be/Qpbyj-hz05s
  5. Pricing is usually a complex topic. Discuss the six steps for pricing (determining objectives, estimating demand, determining cost/profit relationships, select price level, set list price, and make adjustments).
  6. Discuss the various pricing models in class: demand-oriented, cost-oriented, profit-oriented, and competition-oriented.
  7. What price strategy is Snap using for Spectacles version 2?
  8. How does this compare with version 1? Will this be successful?

Source: Constine, J. (26 April 2018). Snapchat launches Spectacles V2, camera glasses you’ll actually wear. TechCrunch.

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